Some salespeople will do a great job in any situation. They have good incomes, live in luxurious houses, and drive nice cars. They make top salespeople at every company, and the company relies on them to continue to deliver better results.

2024/12/1122:34:42 hotcomm 1776

Establish stable business contacts (1)

Some salespeople will do a good job in any situation. They have good incomes, live in luxurious houses, and drive nice cars. And they are happy, relaxed, and seemingly in complete control of their lives. They make top salespeople at every company, and the company relies on them to continue to deliver better results.

Why are they so successful?

In fact, we don’t just ask what others have done, we have to ask ourselves: Do we know who our customers are? Do we really know our customers? What do we envision for our customers? What have we done for our customers? Are customers very satisfied with our products? Are customers very satisfied with our service? Do you listen humbly to customer complaints? Are improvements being taken continuously?

We know that in sports competitions, the difference between the first and second place is not big, but the prize money they receive varies by several times or even dozens of times. Those who also participate in the competition can only receive a negligible appearance fee, but Who believes that the gap between the first place and other contestants is ten times or even dozens of times? In the same way, a salesperson earns a full commission by winning a deal for his company and himself. But this does not mean that the products he sells are definitely better or cheaper than those of his competitors? Of course not! His product may not be as good as the competition, and it may be more expensive, but regardless, he wins the deal. The winning salesperson is not necessarily better than the losing salesperson in many ways, but he has the advantages to win the business, so he can get the deal. This is a competitive society. If you want to join the ranks of successful people, you must be half a step faster than everyone else. Only in this way will you have the opportunity to earn dozens of times your income.

Improve the quality of your service

What is good customer service? You may not know how to answer for a while. But if I ask you what is bad customer service? I imagine you can quickly come up with a ton of examples because you must have had your fair share of uncomfortable experiences, such as waiting in long lines, bad waiters, indifferent store clerks, missing checked luggage, or poor service. The staff went to rest and did not show up.

What exactly is good customer service? That is:

The milk you ordered will be delivered to your doorstep on time every morning; with just a phone call, the pharmacy will prepare the medicine according to the doctor's prescription and deliver it to your home, often delivered by the pharmacy owner himself for free; At the bank where you deposit your money, you can easily meet the bank manager and he will greet you by name like an old friend; when you drive to get gas, you don't have to step out of the car and they will help you. You fill up the gas, polish the windshield in front, and then politely calculate the gas price for you; when you walk into a strange restaurant and don’t know what to order, the waiter will enthusiastically Introduce you to their best signature dishes and remind you at the right time that the dish is enough and any more will be wasted; every weekend you can go to the small listening room of the record store to freely choose and listen to the latest releases record, and then decide whether to buy it or not.

Of course, if you want to enjoy the above services, or if you want to survive in the service-oriented era, then you have to improve your customer service quality.

Customer Service Overview

When you talk to a customer, who is the most important person in the world?

　You will definitely answer: "Customers."

　Really? Let's look at it another way. If there were only two people left on earth - you and your client - and one of them had to die, who would you want?

　You will say: “Customers!”

　So the concept couldn’t be clearer: You are the most important person in the world. The problem is, when you and your salespeople talk to your customers, they think they are the most important in the world, and your job is to make them feel that way—but you often have no way of doing it.

　You may say: "Our customer satisfaction rate is as high as 97.5%!"

　What's so great about it.

That means 2.5% of your customers are dissatisfied, and they are telling everyone about it. As for the 97.5% of customers who buy wherever they go, they will pay for their purchases no matter where they go. However, loyal customers will not change their minds easily and will continue to refer their friends to your business.

Now comes your challenge: How do you make your customers loyal to you? It's simple, you just focus on loyalty (not satisfaction). This is a mentality. After recognizing the truth and making up your mind to take new actions and present a new look, you will eventually gain loyal customers. Customers who were originally unable to win over, or customers who were indecisive, will surrender to your service.

What exactly is customer service? What characteristics does it have? The purpose of customer service is to establish a good relationship with customers, but this must be based on meeting three expectations of customers:

　·Expectation that the products purchased can indeed function as they should;

　·Expectation of service received It's exactly what you said;

　·If the above expectations fail, I hope you can abide by its original commitments.

If you want to maintain a good customer relationship, you have to make persistent efforts so that both the buyer and the seller are mutually satisfied.

　The three "whys" of customer relations

　What is the first thought that comes to your mind when you see this? If you hope to conjure up what you want in a short time like a magic trick, then I suggest you throw this textbook into the trash can, because there is nothing in this book about what you want. In fact, the purpose of this book is to tell you how to understand the true face of the market. Once you understand the market, you will know how to arrange your future and how to serve the customers you want to serve.

When you are ready and ready to show off your skills, ask yourself three very basic questions. This will have a huge impact on your willingness to improve your service to customers in the future. Each question can only take thirty seconds:

· Why do we need to do a good job in customer relations? (How will this benefit us?)

·Why do we need to do a good job in customer relations now? (What will be the consequences if I don’t do it now?)

　·Why should I worry about this? (What will be the harm if you don’t worry about this?)

Please think carefully about these three questions, they can open up your thinking world.

The essence of customer service

The market structure of the 21st century must be a customer-oriented market. To establish long-term business relationships with your customers, it is not about the product itself or sales ability, but about whether you can meet the needs of customers, and even The services provided can exceed the expectations of customers and make them feel pleasantly surprised. There are only two things

customers want: if you care about me, show it to me; and, tell me what you can do for me now (please help me).

The so-called customer service actually means “helping customers”. Do you provide customers with considerable assistance when they need it?

　The principles of customer service

　How to gain others’ loyalty to you?

First give your loyalty to others, and others will naturally reward you with loyalty.

　 Successful Navigation: Principles of Customer Service

　·Provide services that meet customer expectations;

　·Equal service.

For example, there is a grocery store A in front of a fairly large residential area, and there is also a grocery store B about 4 minutes away. The products and prices sold in these two stores are exactly the same, there is no difference between them.

Every household living in this community should go to the nearest grocery store A for shopping, but 20% of residents would rather walk an extra 4 minutes to grocery store B.

Why?

Because they have a better feeling about store B.

Establish stable business contacts (1)

Why are they so successful?

Improve the quality of your service

What exactly is good customer service? That is:

Of course, if you want to enjoy the above services, or if you want to survive in the service-oriented era, then you have to improve your customer service quality.

Customer Service Overview

When you talk to a customer, who is the most important person in the world?

　You will definitely answer: "Customers."

　Really? Let's look at it another way. If there were only two people left on earth - you and your client - and one of them had to die, who would you want?

　You will say: “Customers!”

　You may say: "Our customer satisfaction rate is as high as 97.5%!"

　What's so great about it.

　·Expectation that the products purchased can indeed function as they should;

　·Expectation of service received It's exactly what you said;

　·If the above expectations fail, I hope you can abide by its original commitments.

If you want to maintain a good customer relationship, you have to make persistent efforts so that both the buyer and the seller are mutually satisfied.

　The three "whys" of customer relations

· Why do we need to do a good job in customer relations? (How will this benefit us?)

·Why do we need to do a good job in customer relations now? (What will be the consequences if I don’t do it now?)

　·Why should I worry about this? (What will be the harm if you don’t worry about this?)

Please think carefully about these three questions, they can open up your thinking world.

The essence of customer service

customers want: if you care about me, show it to me; and, tell me what you can do for me now (please help me).

The so-called customer service actually means “helping customers”. Do you provide customers with considerable assistance when they need it?

　The principles of customer service

　How to gain others’ loyalty to you?

First give your loyalty to others, and others will naturally reward you with loyalty.

　 Successful Navigation: Principles of Customer Service

　·Provide services that meet customer expectations;

　·Equal service.

Every household living in this community should go to the nearest grocery store A for shopping, but 20% of residents would rather walk an extra 4 minutes to grocery store B.

Why?

Because they have a better feeling about store B.

　Because:

　Sales = goods + services + prices

　Therefore:

　We have to infer the products that customers want through conversations with customers, when customers choose the products they want, and by observing their purchasing methods or lifestyles.

　Customer dissatisfaction service analysis

　Will customers visit us again?

Look at the following reasons. If you behave like this, you have already been fired by your customers.

The customer is always wrong, but you are almost perfect!

It’s not about right or wrong – it’s about how you cope and deal with the problem.

No matter what you sell or what kind of service you provide, customers will always come back to you more or less - is this really true? Or were you fired by them after doing business with them once (and they are still being served by your competitors at this time)?

The famous marketing expert Joe Girard once wrote a book: "How to Sell Anything to Anyone". He said: Every person you meet is likely to bring you at least 250 potential customers. . This is great news for people who want to start their own business. However, according to Joe Girard's theory, on the flip side, when a customer leaves you due to dissatisfaction, you lose more than just a customer - you will be cut off from at least 250 potential customers and customers. contact, and may result in a major loss that may cause your career to fall off the rails just when it is on track.

So, what makes salespeople suffer such huge losses? Many inexperienced salespeople don't realize the fatal mistakes that drive away their customers and prospects. As a result, it was only a matter of time before they were forced to give up their entrepreneurial dreams. So, before you get started, it’s important that you understand how to turn your customers into repeat buyers, or better yet, how to make them your lifelong customers!

Now, let’s find out the reasons why customers fired them and fix them.

Hypocrisy and indifference: mechanical service, insincere people, salespeople who only see commissions.

Most customers will not tell you their dissatisfaction, they will just turn away and look for another deal. Use your sincerity to keep them! Use some extra time to gain their attention. Set up a time for a personal meeting or a seminar, call your customers directly, or ask them to answer survey questions such as:

Why did you choose Our products and services?

What makes you buy our products instead of other suppliers?

　What improvements do you think our products and services need?

Finding the answers to these questions will help your business. You'll find out what you're doing well and what you're falling short of. If a customer is unhappy, you can take action before they change their mind. When you ask a customer a questionnaire, you show that you value him, thereby attracting the customer to become a repeat customer.

Slow response: The action is too slow and makes customers wait for too long, so they will naturally find someone else to serve them. In order to be fast and to gain time, people sometimes would rather sacrifice quality.

Regardless of whether the customer is looking for people or goods, let me tell you a formula: not being able to get our things in time, or not being able to find the person I am looking for, means "I will go elsewhere."

Everyone expects fast delivery service – at least the first time. How is your delivery service? Is the delivery person's attitude good?

Damage your competitors’ reputation: What you say about your competitors can also be said about you. When someone asks you how your company accumulated wealth in the fierce competition with Company X, you can answer in this way: "Company Choose our company." Then show your potential customers some thank-you letters from past satisfied customers, etc.In this way, you can easily shift the topic from your competitors to your deal. When necessary, it's not a bad idea to ask your regular customers to praise you lavishly.

Difficult to do business or place orders: long wait times on the phone, service staff not knowledgeable enough. The person answering the phone is not a human being, but a computer switchboard voice system, talking a series of nonsense for about three minutes. It is nothing more than trying to confuse the customer from east to west, or to make the customer wait endlessly on the other end of the phone. goodbye.

Take your customers for granted: if you slack off, you're screwed. Don’t take it for granted that a customer who purchases from you once will become your lifelong customer.

Even as you read this, your competitors may be planning how to lure your customers away.

What will keep your customers coming back?

For example, if you own a coffee shop, you can run recurring promotions, such as if customers buy nine cups of coffee, they can get an extra cup.

All businesses will seize customers' special days, such as birthdays or anniversaries, send greeting cards to customers to celebrate, and provide some kind of free services or goods; in addition, discounting goods within a certain period of time is also a kind of promotion. method.

Rule of thumb: Make your customers feel that they are your regular customers.

It’s easy to say: Customers are like elephants – they have great memories. If you talk too much but can't do it, you lose.

　 Negative and slack thinking: Insufficient product knowledge, too many problems, and not enough service personnel. It will be doubly dangerous if your thoughts are negative and slack.

Is it easy to be an excellent salesperson? Think about it, once you start your business, you have to be ready to run around with cash flow and carry a lot of chores and heavy lifting.

However, no matter how difficult it is, you must keep your head high and keep smiling. People only want to do business with those who are confident.

Get rid of the vicious cycle of negative thoughts, focus on your goals, and believe that no matter how many setbacks you encounter, you will eventually achieve your dreams. Your unwavering confidence in yourself will also give your customers confidence in your business.

Anxious to do more business: No one likes to do business with someone who is too stressed. Please, don’t keep thinking about selling things. Create an environment that makes people want to spend money (ask your customers for their opinions) - don't talk to yourself all the time, don't be a nuisance - and find a clear reason for your future business.

Insufficient professional packaging or image: Customers want the quality of their own business to be reflected in those who do business with them. How is your image? How is your packaging?

A poor excuse for why you "can't": Customers call because they need help. They need someone to help them from their perspective, not to hear you talk about your problems.

Suppose you own a public relations firm: you fail to meet a deadline, so how do you deal with client dissatisfaction and dissatisfaction? Never find an excuse to say: "I am almost overwhelmed by the heavy workload, so I haven't found time to start working on your solution." This is really unwise. The client will not care about whether you can bear the heavy workload. They will only remember that you promised to complete the work by a certain deadline but then broke your promise.

Rather than making excuses, it is better to honestly admit your fault first, and then try your best to make things better. Even if it means working overtime, giving a discount to a customer, and delivering what the customer needs to his home that night. When you take full responsibility and correct your mistakes, a bad incident can earn you the trust of your customers.

Every penny counts: There are charges for everything, such as photocopying and phone calls. Interest will be calculated if the payment is late, making customers suffer.

Poor quality goods: No matter how much others pay, they all want good quality goods. If you sacrifice quality for price, you'll always end up with someone who doesn't think the same way as you and no business will be done.

: Rest on your laurels: Don’t stop making progress after you have made some small achievements. In today’s rapidly developing market, if you don’t seek development, you will just close down. Continuously educate yourself, attend seminars, and read professional books and magazines to become a pioneer in your industry.

The deeper your understanding and knowledge of your industry, the more confidence your customers will have in you, making your company the first choice in consumers' minds.

Keep your own freedom, keep learning from the mistakes you and others have made, and take the necessary steps to avoid them happening again.

You will definitely bring long-term development prospects and profits to your business.

Poor training: The root cause of customer dissatisfaction comes from poor or useless training.

If you lose a customer, whose fault is it?

Maybe, even though you did something that would make your client fire you, God is still on your side, and you were lucky enough to make the deal; but what will happen to the clients who do business with you? Among them:

91% of your customers will never have contact with you again;

96% will not tell you the real reason why they no longer do business with you;

80% will do business with you again if their matters can be resolved quickly. And it fully meets their expectations;

When something happens, and it's serious enough that they no longer do business with you, the story of what happened will be told for years.

What efforts have you made to build loyalty and ensure subsequent business? Will your customers come back again, or never again? Insufficient understanding of customer needs, so that the service content is put before the horse, because your behavior fails to meet the customer's requirements, "that is not my job" and other such referrals (which are exactly the same as taking responsibility), it is customer input The biggest reason why competitors embrace it.

How to improve service quality

Don’t use company policies to prevaricate

Good customer service is 90% attitude and 10% knowledge, that is, knowledge + practice + feedback = success (K + P + F = S).

　　"Hey, you're in luck! I just checked our company's rules, and they say I can do whatever you want. I'll do whatever you want; I'll do whatever you want, all in compliance. Do as you wish."

"I'm sorry, I really hope to help you, but our company regulations..."

"What a joke, a joke that makes people laugh. This kind of thing can only happen in one place - Neverland.

Policies are used to prohibit things. Apart from the word "no", they are the words that are most offensive to customers.

　What would you do if someone else told you about this "policy"? Wouldn't you rather hear him say "it's only fair"? Your customers aren't calling to hear about company policy; they're calling to ask for assistance. If you can't help, they'll call someone else.

Most salespeople have no idea what customers need, let alone how to serve them. Customers don't want to hear stories or excuses, they just want to feel that you care and know how you are going to solve their problems now. But here's the difficulty - salespeople always deal with things and problems from their own standpoint, not from the customer's standpoint.

The secret of service is: think about the other person first.

Replace "company rules" with methods that can solve problems for customers. Try not to mention the word "rules" and ask the customer how they feel before they hang up. Once you've decided that this is actually working, keep doing it until you master the process.

5S principle

The so-called 5S principle refers to:

· Speed (SPEED): This includes physical speed, including physical speed.

　·SMILE: including health, consideration, and spiritual tolerance.

　·Sincerity (SINCERITY): This is the indispensable lubricant between people and the basis of everything.

　·SMART: Have a quick and beautiful reception method and sufficient preparation and understanding.

　·Research (STUDY): Always study customer psychology and reception techniques, as well as product knowledge.

Handle the relationship with old customers

You may have heard of the 80/20 rule.

If this rule is applied to sales, it means that 80% of the business is created by 20% of the people. However, depending on the precision of industrial division of labor and the overall level of training, this ratio can be 90/10 or 70/30. But in a large environment, such as a national sales team, the 80/20 rule is normal. 20% of people create 80% of the business and take 80% of the commission, while the other 80% The sales staff only created 20% of the business volume, so they could only get 20% commission.

Let’s explain this rule in terms of amounts, you will be surprised! Suppose ten people create sales of one million yuan in a certain period of time. This means that two of them created a sales volume of 800,000 yuan, or each of these two salespeople created a sales volume of 400,000 yuan; and the other eight salespeople created a sales volume of 200,000 yuan, or that each of these eight salespeople created a sales volume of 200,000 yuan. Twenty-five thousand yuan in sales. The ratio is sixteen to one. Top salespeople achieve sixteen times more sales than the worst salespeople!

In every company, there are some sales staff who earn 25,000 yuan a year, and others who earn 250,000 yuan a year. It is common for the gap to be ten times as much. They sell the same thing, sell it to the same type of customers, sell it for the same price, face the same competitive environment, enter the same market, and they all come from the same office.

Do these people who make ten times as much money as others also work ten times as hard, put in the number of hours, and visit future clients as many times as others?

Are these high-income salespeople better in every way than people who earn only one-tenth of their income? Of course not. In fact, some high-income salespeople are younger, have lower education, work fewer hours, visit customers less frequently, and are far less experienced than senior salespeople who can only make a living.

The same 80/20 rule can be applied to clients. 80% of performance comes from 20% of customers, and 20% of performance comes from 80% of customers. This can be divided into 80% of the performance coming from repeat purchases and recommendations from old customers, and 20% of the performance coming from newly developed customers. This is why we see that some sales experts are always so relaxed, and their daily work is completed by making contacts on the phone.

Chinese people have a saying about successful people: they have built a sky of their own.

No matter what industry you are in, if you can find 20% of the customers who complete 80% of your business, you will be successful.

Establishing a long-term relationship with a customer generally starts with the first contact. Sometimes it depends on the corresponding effect of your after-sales service. There is a salesman in the United States named Gilad, who is known as "the greatest salesman in the world" and sells an average of 1,000 cars per year. He always insists that his goal is to "sell my customers a car that will last a lifetime." He uses this sales method of being on call and ensuring satisfaction, so that customers always think of him whenever they think of buying a new car. . That's his trick. In one of his best-selling books, "How to Sell Anything to Anyone," he wrote that a customer would rather wait an hour or two to consult with him about buying a car than to interact with other salespeople. After reading this story, how do you plan to make your customers think of you again and again?

Every time a customer completes a purchase, their level of satisfaction and dissatisfaction will vary.If you are satisfied, you can imagine that they will come back to you if they have new needs in the future. But if you are not satisfied, then your next purchase will be from someone else.

How do you know if your customers are satisfied? One way is to provide corresponding after-sales service immediately after the transaction is completed. Because even after purchasing, customers are still considering whether they made the right decision. Therefore, the salesperson should say something like: "This dress looks great on you" or: "You made a very wise decision by purchasing our insurance. No matter what happens, your whole family will be well-arranged." . ” This enhances the service provided.

For customers who have used products and services, it is very important to collect feedback information in a timely manner. Are customers satisfied with their purchases? If the answer is yes, then there is an opportunity to do business with the customer again in the future; but what if the answer is no? So what should be done to move customers from dissatisfied to satisfied? If you go to great lengths to solve the problem and satisfy the customer, you'll protect the customer and future business.

In fact, if the connection between you and your customer can continue, you will eventually establish a mutually beneficial partnership. Partnership is based on mutual trust and mutual satisfaction. Both parties can benefit from it. One party obtains satisfactory service and the other party obtains profit. Customers benefit from high-level services, which shorten decision-making time, reduce conflicts, and save costs; sellers benefit from increased sales and reduced costs. Mutual partnerships have the added benefit of giving salespeople new deal opportunities. Through word of mouth, your name will have an advertising effect, attracting more customers to your door, which becomes a more cost-effective advertisement.

The best potential customers are your current customers, and if you stick to this idea, you will definitely build long-term relationships with your customers. While all salespeople are most interested in developing new customers, you must not lose sight of your existing customers. Compared with developing new customers, retaining old customers takes less time and effort and is more cost-effective.

Experienced professionals can achieve most of the sales from stable old customers. Therefore, every salesperson needs old customers, but many people take it for granted that old customers are their customers. This is wrong, because when you are looking for new customers, your competitors are doing the same. And as a competitor, you will also try your best to poach each other's customers. Therefore, you need to provide better services than your competitors to retain old customers.

From now on, you should have a new understanding of old customers. You need to regularly check the status of old customers and monitor what your competitors are doing. How are competitors engaging with your customers? Do customer needs need to be adjusted? Are there other business opportunities? Put in even more effort than you do with new clients, and you'll get more in return.

In many cases, because your social circle is different from your customers, the business circle you are in contact with is likely to be in a competitive relationship or share the market with your customers, and a lot of the information you collect will be It may be valuable to your customers, so you might as well communicate this valuable information (of course not the secrets of other companies, but the phenomena you have discovered in the market) with your customers. Similarly, the customer will also introduce to you what he has encountered. to some situations.

　In the retail industry, because you often deal with retailers, you have many opportunities to obtain a variety of information, and this information is very valuable to your retailer customers. The information you provide will make Your customers feel that you truly care about them, and even since you are a professional salesperson, you can use your expertise to provide your customers with new ideas. For example, you find that there is a product on the market that is opening up the local market. You also know that this product has produced good results in other places, so you feed this information back to your retailers or wholesalers. I think they must Would appreciate you providing him with such valuable information.Remember, you can use this approach regardless of industry, as long as you're not crafting another company's vital secrets.

If you focus on maintaining relationships with old customers, your customers will bring you some recommendations. In fact, this is what happens often. For a mature salesperson, we must do this. The success rate of referring clients is very high, even beyond your imagination.

Make appropriate use of your company’s gifts and other conveniences provided by your company to build a good relationship between your customers and you. In many situations, you are not excluded from using your abilities to solve problems in your interactions with customers.

It is also very important to pay attention to customer personnel changes. As your customer, his personnel changes are not subject to any interference from you. Therefore, when dealing with the relationship with old customers, you should pay attention to the customer's personnel changes from time to time. For a company, personnel changes are normal, but sometimes business relationships are prone to major changes. No one can be sure that every decision-maker of the customer has a common decision-making idea.

Build lasting trust and your job will be easy for you and your customers. Take your commitments seriously, whether it's you personally or the company you work for. No one likes a business person who doesn't take their commitments seriously. To build trust you must do:

· Give a promise.

　·Don’t reveal confidential information that clients tell you.

　·It is best not to speak ill of other customers and try to avoid talking about other customers in person.

　·For mature customers, you must clearly tell them the performance of your company's products and what your company can and cannot do.

Strengthen your after-sales service

Selling the goods does not mean that the sales work has been completed. Paying attention to after-sales service is the magic weapon to win customers.

Many companies sell their products and then ignore them. It should be noted that sales without after-sales service are sales without credit in the eyes of customers; goods without after-sales service are goods without guarantee; and companies and sales personnel who cannot provide after-sales service will ultimately be unable to win the trust and trust of customers. loyalty.

After-sales service is an important part of sales activities. Through after-sales service, some needs of customers can be met; at the same time, by providing opportunities for after-sales service to contact customers, it can also play a role in connecting feelings and collecting intelligence. Foresighted Businesses and salespeople should take advantage of this.

　Improving the quality of after-sales service

　The after-sales service of goods has a very broad meaning. Any service that is related to the products sold and is beneficial to the buyers belongs to the category of commodity services. This includes two aspects: "maintaining product reputation" and "providing product information".

Customer retention refers to the relationship between the sales staff themselves and the regional sales organization with the customers. This kind of maintenance is the main body of after-sales service. Whether the after-sales service work is done well and satisfactorily mainly depends on whether the maintenance work with good customers is fully done. These tasks mainly include two aspects: emotional communication and intelligence collection.

The main purpose of after-sales service is to maintain the credibility of the product. Discerning companies and sales staff always emphasize after-sales service when selling. Under competitive conditions for selling similar or identical products, after-sales service often becomes an important factor in customers' decision making. Therefore, the after-sales service of a product also represents the credibility of the product.

The work of maintaining product reputation generally includes the following two points:

· Guarantee of product quality: After the product is sold, in order to enable customers to fully obtain the "benefits and value of purchase", sales staff must often provide some after-sales services. This is not only a moral responsibility for customers, but also a necessary action to protect one's own goodwill. For example, a telecommunications equipment dealer sells a telephone switch. In order for the switch to function as it should, the telecommunications equipment dealer should conduct regular inspections and maintenance of the machine.

　· Fulfillment of service promises: When sales staff persuade customers to buy, in any case, they should emphasize services related to the product or even not directly related, because the commitment to provide these services is of great help in closing the deal. However, fulfilling the promises made is more important than the promises made. Often, when persuading customers to buy, many salespeople casually offer customers some kind of service after the sale of the goods, but then ignore the promises they made. This can easily cause misunderstanding or displeasure to customers. , how can we guarantee that customers will buy again?

For example: There is an insurance salesperson. When he signed a contract with the customer, he said that the insurance premiums would be collected on the 10th of every month. However, after a few months of collection, the insurance premiums were not collected on time, either early or late. Failure to collect will cause great inconvenience to customers, which violates the original promise and actually reduces the credibility of the product. Another example: Some sales staff put forward many preferential conditions when persuading customers, saying that after buying a certain product, they can become a permanent member of the customer association of that product and enjoy some permanent special services, but then they discover that That's not the case at all. In this way, the business can only be done once, and it will leave a reputation as a swindler. This eagerness to get rid of the goods is definitely not a normal sales practice.

Keeping customers informed of the latest product status is an important job for sales staff. Before persuading customers to purchase, sales staff usually provide product introductions, instructions for use and related documents to customers for reference. However, after customers purchase, they often neglect to provide the latest information. This is a very inappropriate practice.

Sales staff should have a basic understanding, that is, developing a customer is far less important than maintaining a customer. Developing a customer is a "treating the symptoms" in function, but truly maintaining a customer is a "treating the root cause". In addition to creating a sense of trust in the product, the method of maintaining customers also includes sales staff providing them with the latest information, which is also a powerful after-sales service. Product information generally includes the following two types:

·Product information reporting information: There are many product sales information that are often recorded in reporting documents. It is best for sales staff to use it as a tool for giving gifts to customers and connecting with customers. For example, a salesperson who sells pianos mails a music and musical instrument newsletter to customers every month. In this way, on the one hand, it can provide reference materials to customers, and at the same time, it can also be used to report business conditions. This approach can make customers have a continued good impression of the product. Moreover, by continuously providing them with information, it can also have an indirect publicity effect and often lead to more customers.

　·Information about the product itself: After the product is sold, customers often want to know the dynamic information about the product itself for some reasons. Taking pharmaceutical sales as an example, sales staff should promptly provide information on product changes in ingredients, specifications, grades, etc. to pharmacies or pharmacies.

In essence, the after-sales service provided to customers is to do a good job in maintaining customers. Good after-sales service is very beneficial to the sales work of sales organizations and sales staff.

The vast majority of after-sales service is about emotional contact with customers. The interpersonal relationships that arise from transactions are often more natural and harmonious. Customers often make friends with sellers because of their purchases. Salespeople and sales agencies often form deep friendships because of transactions with customers. As a result, customers not only become commodities users, and also become supporters of the sales organization and good friends of the sales staff. Methods of connecting emotionally with customers usually include:

Visits: It is very important to visit customers frequently. Visits are not necessarily for sales. The main purpose is to make customers feel that the sales staff and the company care about them, and it is also to show the company to customers. Responsible for the goods sold. Salespeople may not necessarily have a clear purpose when visiting customers. They may just want to say hello or drop by for a visit. The main principle to grasp is to make the visit as natural as possible. Don't make customers feel that the salesperson's appearance is just to please, let alone interfere with the customer's normal life due to the visit.

　·Letter and phone calls: Letters and phone calls are tools for emotional communication and are widely used in daily life and work. When some new information needs to be sent to a customer, you can attach a note and send it to the customer by mail; when the customer has changes in personal, family or work life such as happiness, sorrow, wedding or funeral, you can send a letter to express it, such as mailing various greeting cards, usually , customers will be surprised and delighted by the correspondence they receive. Telephone calls are also a good way to contact customers. Occasionally, a few short greetings will make customers happy. However, for these friendly calls, pay attention to the language being appropriate and appropriate, and not appearing too strange or too strange. The performance was too disgusting and outrageous.

　·Giving souvenirs: This is a common operation method. Successful sales organizations and salespeople provide a variety of services to their customers, including gifting souvenirs. This method can play at least two functions: first, it satisfies people's greed for petty gains; second, it can be used as a means or window for revisiting and exploring information, which is a technique for successful sales.

Collecting intelligence is another potential purpose of carrying out after-sales service work. Smart sales staff will use the opportunity of providing various after-sales services to contact customers to collect intelligence. Sales staff should seize various opportunities to provide after-sales service and try to make use of these opportunities to discover some valuable customers or collect some information that is beneficial to sales. To use after-sales service to collect intelligence, you must grasp the following key points:

· Understand the customer background: When contacting customers emotionally, whether on the phone, in the office or in other places, sales staff should consciously and skillfully ask questions Or detect the customer’s background, including their family background, professional background and social relationships. Sales staff should record and organize these customer background information in a timely manner. By contacting many people, it is possible to find leads that are beneficial to sales. Therefore, the more you know about the customer's background, the better you can grasp the customer, thereby increasing the sales opportunities and the probability of success.

　·Chain sales: Old customers can become obligatory "communicators" for enterprises and sales staff. After salespeople impress customers with sincerity and enthusiasm, customers are often willing to make some enthusiastic chain introductions. These "intelligence" from the customers' mouths are often of great value. Therefore, in various occasions when after-sales service is carried out, in addition to making customers feel convenient with the enthusiasm of after-sales service, we should also discuss with them some information that is beneficial to chain sales. Or take the opportunity of after-sales service to ask customers to inquire about valuable information on a certain route or within a certain range. Obtaining information in this way should be done in moderation so as not to arouse the other party's wariness and resentment, and try not to cause a lot of trouble to the customer.

Properly handle customer complaints

"I'm sorry" is your psychological reaction, not your contingency measure.

If you say sorry often and say it for a long time, you will look very "sorry". If you really want to make up for something, say to him sincerely: "I apologize to you."

"Customer complaints" are a specific manifestation of customer dissatisfaction with the quality of goods or services. Externally, you should properly resolve customer complaints and resolve them satisfactorily; internally, you should use customer complaints to fully review and improve them, turning them into opportunities to improve sales quality.

　The importance of handling customer complaints

　You will often encounter "customer complaints". Once handled improperly, it will lead to dissatisfaction and disputes. In fact, from another perspective, customer complaints are the best product intelligence. Not only do sales staff have no reason to avoid them, but they should happily handle them with gratitude.

　Handling customer complaints is not only about finding out the crux and making up for the customer's needs, but also working hard to restore the customer's trust.

Assuming that the defective rate of the product is only a small part (10%), after the product is sold, only half (5%) of the customers notice that the "product is defective", and these defective rates, due to the customer being too busy or various reasons, really require the manufacturer to Only 1% may complain! And some of these complainants will still be ignored during the company's handling process.In other words, the customer complaints that a company can really handle can be said to be just the tip of the iceberg.

Terminology for handling customer complaints

When a customer has an objection, how do you handle it? The handling of customer complaints can be divided into the following six points:

· Accept criticism humbly: accept customer opinions calmly, grasp the key points of customer opinions, and at the same time understand more clearly what the customer's requirements are.

　·Investigate the reasons: Carefully investigate the reasons and understand the customer psychology.

　·Take appropriate emergency measures: In order to prevent the same error from happening again, emergency measures should be taken decisively.

　·Resolve dissatisfaction: Sincerely apologize to the customer and find a solution that satisfies the customer.

　·Improving shortcomings: Use customer dissatisfaction as an opportunity to identify gaps, and even set up a committee to track down the causes of complaints in order to achieve improvement.

　·Implementation of follow-up actions: In order to restore the credit and reputation of the company, in addition to compensating customers for their mental and material damages, it is also necessary to strengthen follow-up services to customers so that customers can restore their original confidence.

　Customer complaint handling process

　Customer complaints show the weaknesses of the company. In addition to solving problems at any time, we should also not let the same mistakes happen again. The world-famous Japanese T-brand automobile factory divides the "customer complaint handling process" into six stages:

Step 1: Listen to the other party's complaints

First of all, do not argue with customers, and listen to customers' complaints with a sincere attitude. Of course, you don’t just listen with your ears. For the convenience of processing, don’t forget to record it when listening.

Depending on the situation, changing the "person, place, and time" listening method can help the complainer regain his composure without making the complaint worse. This method is called the "three changes method". The first is the person who will respond to the change. When calling out your supervisor, manager or other leader if necessary, make sure the other party sees your sincerity no matter what.

The second step is to change the location. Especially for emotional customers, changing the venue can help them regain their composure.

Finally, you should be careful not to answer immediately, but to exchange "time" for the opportunity to cool down the conflict. You can tell him: "After I go back and investigate the reasons and contents, I will handle it in a responsible manner." This method requires a certain cooling-off period. Especially when the customer is complaining about a problem, this method should be used as much as possible.

Step 2: Analyze the reasons

After listening to the customer’s complaints, you must calmly analyze the reasons and key points of what happened. Inexperienced salespeople often make rash judgments without understanding, and even make the matter more serious by saying unnecessary things.

The reasons for rejections and refutations that occur during the sales process vary widely, and the reasons for complaints are also the same and must be analyzed. The reasons can be considered to be the following three:

· Caused by the sales staff's insufficient explanation, failure to fulfill the agreement, dishonest attitude, etc., especially complaints caused by failure to fulfill the agreement and dishonest attitude, which can easily distort the company's image and make the company unhappy. The company was also affected.

　·Triggered by the customer's own negligence and misunderstanding.

　·Due to the shortcomings of the product itself and poor equipment. Although the salesperson is not responsible for this situation, it cannot be avoided.

Step 3: Find the solution

Customer complaints are always nothing more than "It was so bad not long after buying it" or "Looking carefully, I found scars"... several forms.

At this time, you need to calmly judge whether you can handle this matter yourself? Or must the company mediate to resolve it? If the matter can be handled outside of one's own authority, it should be immediately transferred to other departments for handling. At this point, the salesperson must still take responsibility until the relevant departments take over.

Step 4: Communicate the solution to the customer

The solution should be made known to the customer immediately. Of course, it takes a lot of effort to explain and convince him before he understands.

Step 5: Process

After the customer agrees to the solution, it should be processed as soon as possible. When done too slowly, not only is it ineffective, but it sometimes worsens the problem.

Step 6: Review the results

In order to avoid the same thing happening again, you must analyze the reasons, review the results, and learn lessons to minimize customer complaints of the same nature in the future.

| Turn Complaints into Satisfaction

Relevant research reports indicate that one negative event requires twelve positive events to make up for it (men all over the world have long been familiar with this - so they always give a dozen roses).

　“You must have considerable courage and character to admit your mistakes on the spot; giving people a good impression is better than a thousand reasons.”

　Even if the customer is dissatisfied due to his own mistakes, he must apologize to him at the beginning, even if You should not refute it immediately if you have reasons, otherwise it will only cause more trouble. This is an important rule when dealing with customer complaints.

However, it is inappropriate to apologize blindly. A groveling look will make the customer mistakenly think that you are admitting your mistake. It is best to apologize and use coping methods to make the other party understand when dealing with it.

Salespeople should develop language for "customer complaints."

Successful Navigation: Customer Complaint Handling Terms

· Complaint 1: “It was good when I first bought it, but now I can’t even find it!”

Customer psychology: A. Sold;

B. The salesperson is only selling things When you are the most diligent, you have no credit.

Points to note: A. Apologize first and apologize respectfully;

B. Ask for information at the same time.

Response example: "I'm so sorry! I'm afraid that disturbing you too often will increase your troubles. I will take this opportunity to actively

visit you. Please give me your advice and care!"

·Complaint 2: "The car I just bought is so bad!"

Customer psychology: A. I spent so much money to buy it, what on earth is this?

B. It's really uneasy to drive such a bad car, and I want to change it to another one. department.

Points to note: A. Listen to the reasons in detail in order to ease the other party's mood;

B. Determine whether there is an operation error or malfunction;

C. Accompany the customer and convey the problem directly to the technician;

D. Emphasize that it is impossible to change the car.

Response example: "We introduce the car to you with confidence, and of course we will take responsibility. I'm so sorry

! Find a convenient time to go to our maintenance shop for a good inspection! I will go with you,

　When is it convenient for you? "

　"I understand your feelings very well, but it is impossible to replace a car. It can only be started by putting together

. It should only be a certain part that is not ideal. It is impossible for all parts to be bad. I will be responsible for it until you are satisfied with the ride. Can you go to the repair shop for inspection again? ”

　·Complain? Three: "Let me wait so long in your repair shop!"

Customer psychology: A. Waste of time in a busy schedule;

B. Unpleasant.

Notes: A. Apologize first to eliminate customer dissatisfaction;

B. Explain the structure of the repair shop.

Response example: "Usually our work tenet is 'Customer First', but now I'm really sorry for the inconsideration. If I were you, I would definitely feel the same way. In order to strengthen future improvements, could you please Can you provide us with some suggestions for improvement? "

　"I'm really sorry for causing you so much trouble recently! As customers' safety awareness has increased, the number of cars in the repair shop has also greatly increased. Of course, we will work hard, but we hope that customers will try to make use of the appointment system. If we can contact them early, I think there will be no such trouble. ” [Successful Navigation]

If done correctly, positive compensation is definitely the most useful and powerful weapon in the customer service toolbox. Deliver your apology and propose your solution from the customer's perspective, not yours.Customers care about their money, their output, their lost opportunities, the consequences of things going wrong, and their losses—not your situation, your excuses, or how you feel about what happened.

When encountering customer complaints, they should be accepted with an alert and sincere attitude; sales staff should handle customer complaints promptly with a courteous and courteous attitude.

Grow with your customers

Become friends with your customers and grow with them. When doing business with a friend, you don’t have to worry about the other person’s disgrace to you, or that he or she will put you off the stage. The key is that he or she will really help you, whether it’s your business relationship with him or him recommending something you want to do. When it comes to unexpected business or facing competitors, your advantage is very obvious - because he will tell you his real needs and the status of competitors.

Of course, it is very difficult to establish a friendship with your customers. You must know that the first relationship between you and your customers is a business relationship. In this relationship, the other party is business-centered when they first contact you. Your image and language , even the preferences you show can easily affect him. Use your heart to find the good qualities in each other and praise them honestly. Use your intelligence to discover common hobbies between you. Nothing is easier than talking about hobbies. Although sales work is a very hard job, I believe you have many hobbies. If unfortunately you have no hobbies, Take some time to learn, it is a very interesting topic for communication between people. If you know your client’s hobby but you don’t know it yourself, then you might as well say: “I always feel that I should like fishing very much. If I start learning now, can you tell me what equipment I should prepare?”, and the relaxed topic will open up. . Go to the bookstore after get off work and buy a fishing book, find time on the weekend to meet up with your clients, help you choose your equipment, and go fishing together - because you also need to relax, what's wrong with a different approach?

If you have started to have common topics, use your thoughts and ask about his birthday, home address and the school where his children go to school. I don’t need to tell you what to do next, because you regard him as a friend. He will also treat you as a friend.

In sales work, the relationship between sales staff and customers is a business relationship, so we can never get rid of things such as goods exchange, payment, returns and exchanges. Once problems arise in these matters, it is easy for both parties to become unhappy. For example, the sales performance of your product at a wholesaler customer has declined, the customer's inventory has begun to increase, and the capital occupation has also begun to increase, and there may even be a capital turnover problem, and according to the contract, he must return the money to pick up the goods this month, so what should you do? manage?

In fact, helping him means helping yourself, and it is also for the company's business. At this time, you need to discuss payment terms, promotion strategies, etc. with the other party, use the company's resources as much as possible to improve the customer's sales performance, and treat your customers with your most sincere tolerance. If you help him get through this difficulty smoothly this time, even if he doesn't get through it, I guarantee that your reputation will soon spread among the people he is familiar with. Isn't this exactly what you need?

You should often provide coaching to customers, which includes rewards, assistance and other aspects. You can choose and implement it according to the needs of customers.

　Support related to sales activities

　·Instill product knowledge and sales education.

　·Provide relevant information such as industry trends and manufacturer trends.

　·Carry out education and training for store clerks and sales staff.

　·Guide to improve the management methods of various commodities.

　·Support promotional campaigns to develop new customers.

　·Assist in improving customer management.

　·Support the preparation of "sales guide".

　Support related to advertising and public relations

　·Support the creation of advertising leaflets.

　·Guide and support the pattern design of wrapping paper and packaging bags.

　·Supports the production and distribution of posters and advertising boards.

　·Support cultural and entertainment activities organized by customers.

　·Customers are often mentioned in TV and news advertisements.

　·Allows customers to use commercial videos, commercials, and advertising information.

　·Support and assist in holding consumer symposiums or other meetings.

　·Share customers’ advertising costs.

　Guide to improve store decoration and product display

　·Support the production of shop signboards and signboards.

　·Support the opening of display windows and showrooms.

　·Provide practical guidance on in-store product display and display technology.

　·Assist in the production of POP advertisements, display cards, event advertisements and other equipment.

　·Assist in providing display stands, display stands, and various stands.

　·Assist in providing or selecting various display equipment.

　·Assist in making various flags, tags or exhibition subtitles.

　·Provide technical guidance on in-store decoration layout and product arrangement.

　Develop and promote programs related to promotional activities

　·Notice the company's promotional activity plans and invite them to participate.

　·Support customers’ planning and promotional activities.

　·Support the organization of "new product exhibitions" for the company to the society and customers and "product exhibitions" for customers to consumers.

　·Hold tasting activities and trial promotion activities.

　·Assist in the planning and promotion of carpet sales activities.

　·Guide and support on-site market research activities and develop new potential customers.

　·Hold a sales contest and invite people to participate.

　·Assist in various sales activities.

Successful Navigation: Tips for Assisting Customers

Coaching and assisting customers is one of the important activities of a salesperson. To achieve ideal performance and continue to grow, you cannot do without sincere cooperation with customers. The following points should be noted when assisting customers:

· Effective implementation methods

· An annual support plan should be developed.

　·It is necessary to study specifically what specific methods should be used to achieve the best results.

　·Necessary funds must be budgeted.

　·In addition to financial or material assistance, special attention should be paid to assistance in human resources (especially management, sales and other skills).

　·Cultivate instructors

　·The most important thing is to cultivate professional instructors who can guide customers and increase their performance.

　·Don’t let customers operate or seek development based on their personal experience, but should teach them in an organized and systematic way.

　·Contact with the relevant personnel in charge

　·Consult frequently with the relevant personnel in charge to exchange information closely.

Measuring sales results in a timely manner.

Establish stable business contacts (2)

Do a good job in your customer management

Customer management refers to systematically coaching and motivating customers who have business dealings with you, thereby creating new performance.

To strengthen your services and promotions, you must effectively manage "product users" (including intermediaries and final consumers). It is not enough to just improve customer satisfaction, but also to improve their loyalty. , so as to increase sales opportunities and improve business performance.

| Contents of customer management

| Customer management usually includes the following content:

| Customer information files: Keep track of the customer's sales information at any time, and file and manage the customer information separately.

　·Sales growth rate: Control the growth status and market share of sales business.

　·Sales statistics: analyze monthly and annual sales and evaluate sales content.

　·Sales ratio: The ratio of the sales of the company's products to the total sales of the customer.

　·Funding ratio: Analyze the ratio of "increase in sales expenses" to "increase in sales".

　·Payment recovery status: Pay attention to the speed and delay of payment recovery;

　·Understand the company's policies: Let customers understand the company's administrative policies and increase sales through proper operations.

　·Sales items: Are all the customer’s sales items our products? Are you promoting key products?

　·Product display status: The display status (location, space, height, etc.) of this brand's products in the dealership is very important to promote sales.

　·Product inventory situation: When a product is out of stock or has been in inventory for a long time, the reason should be analyzed to determine whether it is the customer who does not care about the company's products or the sales staff's lack of dispatch.

　·Participation in promotional activities: Do customers actively participate in promotional activities organized by the company? What is the frequency? Are sales numbers increasing?

　·Visit plan: Are sales staff’s visits to various customers correct and implemented correctly?

　·Level of support: Sales staff should review their interpersonal relationships, communication of opinions and support for the company with customers, and exchange opinions with customers as often as possible to strengthen mutual relationships.

　·Conveyance of information: Whether sales staff convey information about promotions or other activities in a timely and correct manner, and track whether customers follow or actively sell.

7 Do a good job in your customer management (1)

Customer management methods

To carry out "customer management", you must first establish customer file information, that is, "file management". "Document management" is a management method that scientifically records, saves, analyzes, organizes, and applies customer information to consolidate the relationship between the two parties and thereby improve sales performance. Among them, the "customer information card" is a very important tool.

　The purpose and benefits of creating a "customer information card"

　·To distinguish existing customers from potential customers.

　·Easy to send advertising letters.

　·Use the customer information card to arrange the order and plan of collection and payment.

　·Understand each customer’s sales and status, and understand each customer’s trading habits.

　·When you are temporarily unable to leave, your replacement can easily continue to serve the customer.

　·When making a time plan, you can use the customer information card to make a more time-saving, efficient and specific visit plan.

　·Can thoroughly understand the customer's situation and transaction results, and then obtain their cooperation.

　·It can provide valuable information for our company personnel who will interact with the customer in the future.

　·According to the customer information card, the transaction amount will be reduced for customers with low credit, and the transaction amount will be increased for customers with high credit. Facilitates the formulation of specific sales policies.

　Contents of "Customer Information Card"

　Generally, the customer information card should include four aspects: basic information, customer characteristics, business status, and transaction status.

　Filling and management of the "Customer Information Card"

　Start sorting and filling out the "Customer Information Card" after visiting the customer for the first time. As time goes by, you should pay attention to improving and revising it.

The filled-in "Customer Information Card" should be properly saved and fully utilized in the process of conducting business. Making full use of the "Customer Information Card" function can effectively improve performance. The following matters should be paid attention to when creating and managing the "Customer Data Card":

· Do you fill in this card immediately after visiting the customer?

　·Have all the information on the card been filled in completely?

　·Are you fully utilizing customer data and maintaining its accuracy?

Before each visit to a customer, first check the customer's information card (because the customer's purchase date, purchase quantity, purchase type, inventory quantity and other information are indicated in the card).

Sales personnel should analyze the "Customer Information Card" information and use it as a reference when formulating sales plans.

Principles of using "customer information cards" for customer management

When using "customer information cards" for customer management, you should pay attention to the following principles:

will lose its value.Because the customer's situation will always change, the customer's information should also be adjusted accordingly. By adjusting and eliminating old or changed information, even if new information is added, customer changes are tracked on the files to keep customer management dynamic.

　·Highlight the key points

　Key customers should be identified from numerous customer profiles. Key customers should include not only existing customers, but also future customers and potential customers. This can provide information for selecting new customers, exploring new markets, and creating good opportunities for market development.

　·Flexible use of

　The purpose of collecting and managing customer information is to use it in the sales process. Therefore, the established "customer data card" cannot be shelved on the shelf. It is necessary to conduct more detailed analysis to turn dead data into raw materials, thereby improving the efficiency of customer management.

　 Best and Worst Customer Analysis

　Best Customer Analysis:

　The best customers are those who smile at you, like your products or services, and keep you in business. They are the customers you hope will come back. Good customers will do this:

· Let you do what you are good at;

· Think what you do is valuable and willing to buy;

· Improve your technology or skills and expand your knowledge by asking you for new requirements. Make full and rational use of resources;

　·Take you in a new direction that is consistent with strategy and plans.

Worst Customer Analysis:

Bad customers do just the opposite. They do this:

Make you do things that you can’t do well or can’t do;

Distract your attention, make you change direction, and be inconsistent with your Strategy and planning disengaged;

　·Buy only a few products, causing you to consume far more than they may bring in revenue;

　·Require so much service and special attention that you cannot focus on more valuable and profitable ones On customers;

　·Despite your best efforts, they are not satisfied.

Make Your Ambassadors

For many experienced salespeople, recommended customers are an important source of new business. It's much easier for customers to contact you through referrals from existing customers than through phone calls and direct street sweeps. First of all, the recommended person is already a potential customer, although he is still a stranger, because the recommender has preliminarily determined that the recommended person is likely to purchase your product or service from his own purchase. Secondly, the recommendation itself can bring a better feeling to the recommended person, rather than the direct disgust of strangers towards the salesperson. Third, recommendation can bring better credibility to the salesperson. Regardless of whether the transaction is completed, the recommended person will think that you are a trustworthy person.

Research shows that the closing rate of recommended business is 60%. In contrast, if you are a novice, you may not be able to close a single business even if you contact 100 people. This shows how valuable the recommended business is to you. If you learn how to successfully obtain referral business, you won't lose your customers to your competitors.

The closing of a business is the time when you need to ask for recommendations.

1. Appreciate the customer’s decision

There is such a story:

A few years ago, a friend of mine just bought a new house. Although he liked the house very much, because of its high selling price, he was always anxious after the transaction was completed. , I don’t know if this transaction is worth it. About two or three weeks after he moved into his new house, the real estate agent called and said he wanted to visit him. So on Saturday morning he came to visit my friend in his new house. After he sat down, he began to congratulate my friend and praised him for his unique discernment in choosing a house in this area. He then talked about various legends and interesting anecdotes in the neighborhood, pointing out that several houses with novel designs in the neighborhood were mostly bought by prominent local people, which made my friend very proud. The agent showed a love and appreciation for the land, no less gracious than the attentive presentation at the time of sale.His visit was such a reassurance that my friend became less worried and more satisfied. And the relationship between them is no longer just a transaction between buyer and seller, they have become sworn friends.

This friendship took the real estate agent a morning that he could have used to develop new clients. However, about a week or so later, my friend called to inform him that he had another friend who wanted to buy a house nearby. As a result, although his friend did not buy the house he wanted to buy, he bought another house under the introduction of the agent, and the deal was concluded.

There is a similar story:

A counter salesperson selling jewelry said, "An old woman came into my store in the morning to look at diamond brooches, and later wrote a check to buy the brooches. I handed over the packaged brooches. I put it into her hands and chatted about the pins sincerely. She loved the brooch and said that this diamond was the largest in our store and it came from the famous gold mining area of South Africa. In addition, I wished her eternal happiness wearing this brooch.

Unexpectedly, she had tears in her eyes and said that I It brought her happiness - because she had begun to regret that she had spent a lot of money just to buy a brooch. I later walked her to the store, thanked her sincerely and invited her to frequent our store. Within an hour, the woman brought another woman, who introduced us cordially and asked me to show them around the store. Although the second woman did not buy the expensive diamond jewelry that the first woman bought, she still brought me a business as a gift. When I went out, I was very happy to make two new friends. ”

　“New customers are a powerful resource for attracting business.”

　New customers always like the product they just bought, if it is really good to use. They praise it for its convenience and are happy to recommend it to their relatives and friends. After the product is sold, the sales staff will call the customer about every other week to inquire about the customer's use of the product. If there is anything unclear about the use of the product, the sales staff will provide comprehensive consulting services. From these new customers, you can develop many potential customers.

In fact, we find that after we purchase a product or service, few sales staff will care about you again. It can be said that new business or "one-time business" is still the focus of current sales staff. For sales staff, it is necessary to plan to visit new customers every day, and at the same time, it is also necessary to visit old customers. Today's science and technology are so advanced that computers can help you manage your schedule.

2. The magic weapon for getting recommendations

How to create your publicity ambassador? Here is an example for you:

Frank Berg is the most successful life insurance salesman. He always keeps a letter of introduction in his wallet. Frank relies on it to bring in a lot of business. You may wish to make slight modifications based on this letter, which may be helpful to your business:

　 Bill: I am happy to recommend Mr. Frank Berg to you. I think he's the most qualified life insurance salesman in Philadelphia. I have full confidence in him and choose life insurance based on his experience. Maybe you’re fairly new to life insurance. I believe that it will be very worthwhile for you to listen to Mr. Berg, because he has profound and constructive opinions, and the services he provides will be of great benefit to you and your family. Sincerely, Bob

Of course, it is not necessarily convenient for others to write a letter of introduction for Frank, so So he also carries a four-inch or two-and-a-half-inch card with the following inscription:

To Mr. ×××:

I would like to recommend Mr. Frank Berg.

　　○○○Yours sincerely

　 He usually asks his friends to write down the customer’s name on the right side of the card and sign it at the top. If a friend looks embarrassed, he will say: "If your friend is right in front of you, you must introduce us to him without hesitation!"

"Of course without hesitation."At this time, he is naturally willing to fill in his friend's name on the card.

Occasionally, I will encounter customers who refuse to sign the recommendation letter. There was once a grumpy customer who said: "I don't want to refer you to me. enemy. "

　"Why?"

　"Frank, listen, I'm annoyed by life insurance salespeople, and I don't like seeing them here. If a salesperson walks into my office and says he was introduced by a friend of mine, , I was so annoyed! I called the guy who introduced the salesperson to me and let him know how I felt. I don't care about anything except insurance salespeople. "

He was so honest! But if Frank backed down at this time, he would not be Frank. At this time, he still tried to maintain a smile and said, "It doesn't matter, I understand how you feel. Is this good? Provide some people you know who are under 50 years old and have successful careers. I promise not to mention your name in front of them. "

" "In that case, go and see Mr. Carlo Zigler. He is a medical instrument manufacturer who lives at 918 19th Street in Philadelphia. He is now 41 years old and at the peak of his career. "

Then, Frank thanked him for the introduction and promised never to mention his name in front of Mr. Zigler. He drove directly to Mr. Zigler's factory, walked into his office, and said, "Mr. Zigler ,Hello. My name is Frank, and I currently work in the insurance industry. A friend who both you and I know introduced me to your name, but he hoped that I would not mention his name. He said you have a successful career and are well worth talking about. I wonder if you are free now, or can I talk to you later?"

"What do you want to talk to me about?"

"You!"

"What's wrong with me? If you want to talk to me about insurance, I don't have it. interest. "

" "Don't worry, I'm not talking about insurance with you today. Can I delay you for 5 minutes?"

In just 5 minutes, Frank collected all the information he needed. Later, he and Mr. Zigler had three transactions, all of which were quite high, and they became friends. Strangely Yes, Mr. Zigler never asked who told the law Rank his name and address.

Once someone provides you with the name and address of a potential customer, how long should it take to visit this customer? Within 6 days? Or 6 weeks? I think 6 minutes is the most appropriate, or more The sooner the better. If you don't act now, your enthusiasm will be dampened. Other chores in the folder are replaced, so you have to freeze this information for a while. By then, the potential customer's information will be like moldy bread.

Regardless of the results, you should not forget to tell the recommender about you. Go to the person being introduced without saying anything about the outcome. It's very rude. Maybe the introducer never mentioned it verbally, but I believe he will resent it.

If you tell the introducer that you made a deal through his recommendation, then he will feel the same as you. Happy. Even if the transaction is not successful and you tell the interview situation. He, he will usually enthusiastically provide you with the name and address of another potential client.

Willy Hauber is a World Cup snooker champion. He spends many hours practicing a few simple strokes that even we can do easily. In fact, he is not practicing how to do it. Instead of hitting the ball, he was thinking about where to hit the next ball. He had even planned the appropriate positions for all the next shots. Although Haobo's opponent hit every ball beautifully, he didn't think about where to hit the next ball. .

Why can Hao Bo set a world record and get the highest score in batting? , and won the championship for the 46th time?

In fact, sales is like playing billiards. You must prepare your position for the next shot. Not only do you need to plan the appropriate position for your next shot at the table, but also in your sales career. Always think about your next trade path html. 2

If you want your business to do well, you must build a network of mutual referrals. Your reputation in the industry is built through word-of-mouth. A satisfied customer will tell at least three people about their transaction with you, and a dissatisfied customer will tell you about it. of customers tell their dissatisfaction to at least eleven people on average.Publicity in newspapers, magazines, and television can only build your reputation, but will not bring you real customers. To successfully make those who watch the excitement willing to spend money, you must rely on customer recommendations, that is, your publicity Ambassadors come to push those onlookers who are digging into their pockets.

First, you want to work with people who have used the product and are satisfied. Doing business always involves turning strangers into friends, friends into old friends, and old friends into customers. Among the many customers, some are just social people, some are disgusting after using them, and some are satisfied. But they are unwilling to make efforts to promote you. Only those who are satisfied and willing to promote you are your real publicity ambassadors. If you use numerical calculations, to create a sufficiently influential publicity ambassador, you must have ten customers, and each customer is generated from among twenty-five strangers. In other words, you must have a customer for The loyal guests you advertise, you get to meet two hundred and fifty strangers. It's quite envious when you see some successful salespeople today who are lucky enough to have someone do their advertising for them. If this is the case, it is better to work hard on your own and try your best to find more customers. You can also meet some people who will promote you unconditionally. This is not a lucky result, but an average of more work and more reward.

Conditions for becoming a publicity ambassador:

· You must have a certain degree of influence. For example, you must enjoy a certain degree of authority in your position. If you are an ordinary employee, although what you say is absolutely right, others will take it as a It's deafening. Therefore, the goal is to cultivate some influential people in your business, and it is necessary to start from the top.

　·These influential people must be selfless. There are many enthusiastic people in society who are interested in helping young people grow. At the same time, they have insight into the mentality and ambitions of young people. If we can get these people to do the publicity for us, our business will be smooth sailing. There are good people out there, but you have to look hard to find them!

　·These people must appreciate your work attitude. The reason why they are willing to promote you is because they know that you are a reliable person and you have a serious work attitude. Therefore, in order to obtain their obligation to promote on their behalf, you must work hard to be yourself. If you are a motivated person, people will naturally be interested in recommending you and be proud to know you. Otherwise, one's own reputation will be in jeopardy.

Generally, before customers come into contact with a salesperson, they think that the salesperson is a smooth-talking person and is unreliable. But after the customer completes the transaction with you, their attitude changes 180 degrees, and they feel that the salesperson is sincere, down-to-earth, and serious. Only those who appreciate your knowledge, experience and judgment will advocate for you.

When your ambassador introduces you to business, you need to know what to do. Never take this for granted. If you are as close as your wife, you should also give her a bouquet of flowers or some gifts that make her happy. Otherwise, no one will be willing to contribute to you anymore after just one and a half orders of business. There is no free lunch, and there are no free soldiers. Under your heavy reward, there will naturally be people who will work hard for you. I am willing to serve you. However, these are friends and guests who are promoting you purely to appreciate you, so your method of repaying them naturally needs to be more clever. In many cases, cash is not accepted, because this will make them look philistine and not friendly enough. For those who don’t like cash returns, it makes more sense for you to handle it tactfully.

A salesperson who has just debuted is trying his best to find customers, while a mature salesperson must know how to "nurture" customers. The stage from finding customers to raising them is a natural process of cultivation. When you don't have enough customers, you don't have to learn. . This situation is like raising a child. Girls who are not mothers will never learn how to take care of a child. Once the child is born, they will naturally take care of the child. If you are still a novice running around with a briefcase today, once you find enough customers, your customers will naturally teach you how to "feed" them.

When you have been immersed in the mall for several years, you will naturally bring out a large number of customers. By that time, you will feel more comfortable.How to maintain these important customer assets? First of all, avoid getting too close. If you have to meet once a day, the politeness of the other party towards you will naturally decrease. It is best to meet once a month. On the one hand, the customer can also collect new customer information on your behalf within thirty days and introduce it to you. The first is to keep yourself busy. We only respect hard-working people who are busy at work. If you are a bored idler, how can they dare to introduce customers to you casually?

Where possible, it is best for us to achieve mutually beneficial convenience. Customers introduce customers to you in order to maintain relationships. When you encounter an opportunity, why not make the same effort to repay others? If your publicity ambassador is selling cars, when you buy a car yourself or a friend buys a car, you must try your best to introduce them to each other and keep the good news from others. This is the best way to maintain a long-term relationship.

Once you get involved in the mall, you must develop a positive work attitude and habit. This is to constantly find new customers and retain old customers to become publicity ambassadors. This is a job that cannot be forgotten for a moment. Many people say that salespeople are comfortable at work, but this is a wrong idea. Successful salespeople also need to work more than ten hours a day. If you firmly believe that you are a hardworking person, you should be a salesperson.

In this way, you can easily shift the topic from your competitors to your deal. When necessary, it's not a bad idea to ask your regular customers to praise you lavishly.